Final Exam Flashcards
Individuals or groups of individuals who come together to achieve certain goals and objectives that are beyond the ability of one individual.
Organization
as a field, is the consideration, analysis, and criticism of the role of communication in organizational contexts. Its main function is to inform, persuade and promote goodwill.
Organizational communication
Effective Sharing of Goals. A healthy organization shares its business goals with employees at every level of the organization. ... Teamwork. Another characteristic is teamwork. ... High Employee Morale. ... Offers Training Opportunities. ... Leadership. ... Handles Poor Performance. ... Understanding Risks. ... Adapts to Opportunities and Changes. Clearly defined structure Well known company policies
Key characteristics of organizations
supervisor – subordinate relationships
Coworker relationships
Boundary spanner – works on relationships with people outside of the org.
Org’al culture/climate – studies show that the more _____ the climate, the more _____ the org.
Micro level
Formal communication Informal communication Communication audits Network analysis Downward communication Upward communication Horizontal communication
Macro level
TV cultivates or creates a worldview, which people believe as the reality
Cultivation analysis
how much violence is in a
particular prime time TV program
Violence index
- TV is essentially and fundamentally different from other forms of mass media.
- The medium is the “central cultural arm” of American society.
- The consciousness cultivated by TV is not only specific attitudes and opinions but also basic assumptions about the “facts” of life.
- TV’s major cultural function is to stabilize social patterns, to cultivate resistance to change, and to re-inforce the status quo.
- The observable, measurable, independent contributions of TV to the culture are relatively small.
Cultural indicator project, which has 5
assumptions
A 4-step process:
A. Message system analysis
Content analyses of TV programming to recurring images, themes, values, and portrayals.
assess
B. Formation of Qs about viewers’ social realities. Ex: The 3 Qs about crime
C. Survey the audience
1. The 3 Qs about crime
2. The amount of TV consumption
D. Comparing the social realities of light and heavy viewers.
“cultivation differential”
Light viewers – less than 2 hours a day Heavy viewers – more than 4 hours a day
Cultivation research methods
TV imposing upon us a culturally dominant reality that is more closely aligned with TV’s reality than with any objective reality.
Mainstreaming
occurs when viewers see things on TV that are congruent with their own everyday reality.
Resonance
- Do you believe that most people are just looking out for themselves?
- Do you think that you can’t be too careful in dealing with people?
- Do you think that most people would take advantage of you if they got the chance?
The Mean World Syndrome/Index 3 questions
tendency to avoid certain messages and to
seek out others
Selective exposure
We only pay attention to parts of the
message
Selective attention
process of selecting certain media
messages while ignoring others
Selective perception
We remember only a small portion
media messages
Selective retention
form of communication through which institutional sources (often referred to as “the media”) address large, diverse audiences whose members are physically separated from one another
Mass communication
A. Source
- Most sources are complex, profit-oriented
organizations rather than a single individual.
B. Receivers
- Receivers are anonymous, dispersed in time and space, and heterogeneous in their interests and background.
C. Channels
- Communication occurs through indirect channels that require specialized encoding and decoding technologies.
Characteristics of mass communication
Advertising, which consists of communications attempting to induce purchasing behavior.
Journalism, such as news.
Public relations, which is communication intended to influence public opinion on a product or organization.
Politics (for example, campaigning)
Forms of mass communication
Surveillance
- The gathering and dissemination of information.
B. Correlation/Interpretation
- The analysis and evaluation of information.
C. Cultural transmission
- The education and socialization of receivers
D. Entertainment
- The presentation of escapist material that provides
enjoyment and gratification
E. Propaganda and persuasion
Functions of mass communication
- holds that the media have a direct and immediate influence on audience
- assumes a passive audience - Media Audience
- Hypodermic Needle Model - Silver Bullet Model
- Audiences as blank slate - Powerful effects model
One-step/Direct effects model (step theories)
- Who are opinion leaders?
- Opinion leaders are those who influence others in matters of opinion formation and decision.
- They are gatekeepers. - What are their characteristics?
More education
More money
Higher social status
More exposure to the mass media
Two-step model (step theories)
Media
Audience
Audience🔄
Multi-step model (step theories)
- assumes passive/easily manipulated
audience - Receivers are passive and accept media message at face value and unconsciously allow media sources to tell them what to think.
- Hypodermic needle model
- Silver bullet model
- one-step model
Media effect: Powerful effects model
- assumes active/obstinate audience
- looks into what receivers do with messages
- views audience as active processors of information
Seeks out information
Rejects a lot of information
Interacts with the information within the social system - Two-step model and multi-step model
Media effect: Limited effects model
The media act as a mediator between “the world outside and the picture in our heads
Walter Lippmann, 1922
The press may not be successful much of the time in telling people what to think, but it is stunningly successfully in telling its readers what to think about
Bernard Cohen, 1963
the first level Media issue salience
Media agenda
the second level
Public issue salience
Public agenda
Agenda-setting effect can only occur when:
1. there is reasonably free and open media
environment.
2. people think the issue is relevant. 3. there is a need for orientation.
VICTIMS OF AGENDA-SETTING
By calling attention to some matters while ignoring others, TV news influences the standards by which governments, presidents, policies, and candidates for public office are judged.
Priming
- People do not pay attention to everything
Selective attention
We form impressions based on a few central themes. - People prefer heuristics – shortcuts and simple rules of thumb
- information that is most accessible, most convenient.
- We are cognitive misers.
Two conclusions of priming
Subtle alternations in the statement or presentation of choice problems.
Ex: fetus vs. unborn child
Framing defined
Changes in decision outcomes resulting from these alternations.
Framing effect
Potential gains – people tend to avoid risk Potential losses – people tend to seek risks
Framing results/ consequences
research that holds that receivers are active and goal oriented. Receivers know what they need and link themselves to certain media to gratify their needs.
Uses and gratifications
- Surveillance
- Correlation/Interpretation - Cultural transmission
- Entertainment
- Substitute companionship and create a shared social experience – parasocial relationship
- Identity and value reinforcement etc.
Needs (uses and gratification)
way of life developed and shared by a group of people and passed down from generation to generation. Culture could change and evolve over time.
Culture
- norm – established rules for acceptable and appropriate behavior.
- Roles – sets of norms for specific groups of people.
- Bind its members together
- Give its members a sense of commonality
- It does not mean that you act/think/believe as all others in your cultural group.
- There are always individual differences.
Elements of culture
A. Cultures are learned.
B. Cultures are shared.
C. Cultures are multifaceted.
D. Cultures are dynamic.
E. Cultural identities are overlapping.
Characteristics of culture
Communication between persons of different cultures, between people who have different beliefs, values, or ways of behaving.
intercultural communication
A. Globalization, the global economy
B. Domestic diversity
C. U.S.immigration D. Technology
Why intercultural communication
is important?
A. Between cultures
B. Between races
C. Between ethnic groups
D. Between religions
E. F.
Between nations
Between subcultures
- smaller groups living within and interact with the larger majority or dominant culture.
G. Between a subculture and a dominant culture
H. Between genders
Forms of intercultural communication
the process by which culture is transmitted
from one generation to another
Enculturation
the process by which a person’s culture is modified through direct contact with or exposure to another culture
Acculturation
psychological reaction one experiences at being in a culture very different from one’s own
Culture shock
re-adjustment to one’s home culture after an experience in another culture
Reverse culture shock
tendency to evaluate the values, beliefs, and behaviors of one’s own culture as being more positive, logical, and natural than those of other cultures
Ethnocentrism
generalization about a group of people,
objects, or events
Stereotyping
negative social attitude held by members of one group toward members of another group
Prejudices
- coined by Marshall McLuhan in 1964.
- Technology brings world-wide society. We are all connected. No culture remains isolated.
- could be predicted by convergence theory, which states that over time as people communicate, they become more similar.
Global village
